“My name is Magdalena and I live in a town; the truth is that there are not many things to do here”. It is the phrase with which the content creator Magdalenita usually begins her videos on Instagram. And it is also the starting point that Yoigo has used to question precisely the idea that there is not much to do in the towns.

The company, belonging to Orange Spain, has once again promoted the communication of “Long live the towns!”, its support program for start-ups that develop projects for rural Spain. On this occasion, he has taken the initiative to social networks with content created by Pingüino Torreblanca together with Magdalenita, who has 560,000 followers on Instagram.

The creator regularly shares from her profile the things that happen – or, as she herself jokes, those that don’t happen – in her town. This recurring resource has served the agency to connect its content with Pepa and Paquita, the two women that Yoigo already used last year to explain some of the projects promoted by “Que vivan los pueblos!”

Yoigo launched “Long live the people!” three years ago with the aim of supporting entrepreneurial people who propose solutions to some of the main demographic, economic and social challenges in the rural environment.
In 2025, the brand communicated the program with “Noticias a la fresco”, a format integrated into television news in which Pepa and Paquita explained, sitting in the fresh air, what different startups were doing in the rural world.

This year the objective was to transfer that communication to social networks without abandoning the two characters. The solution has been to confront them, creatively, with the usual start of Magdalenita’s videos.
Thus, in response to the statement that in his town “There are not many things to do”Pepa and Paquita put on the table some of the initiatives that are being developed in the rural area thanks to the startups participating in the Yoigo program. The projects cover areas such as health, livestock, bioeconomy, energy, housing and sustainable tourism.

The collaboration allows the brand to adapt a creative territory that it had already used on television to the codes of social networks and to rely on a creator whose content is directly linked to daily life in a town.

Original post on Instagram: @magdalenita

More than 700 interested projects and 28 supported start-ups

Beyond communication, “Long live the people!” It now reaches its third edition. The most recent call has received nearly 100 applications, while more than 700 projects have shown interest in participating since the initiative was launched. In these three years, Yoigo has supported a total of 28 start-ups linked to the transformation and development of rural areas.

The company also points out economic results among the participating companies. The start-ups have registered an average increase of 12.5% ​​in their turnover during the twelve months following their passage through the program and have raised 3.5 million euros in financing rounds during the period 2025-2026.
Yoigo also estimates that more than 283,000 people have benefited in rural communities from the projects that have participated in the initiative.

The new action thus uses one of the topics associated with towns as a resource to tell precisely the movement that exists around them. And it does so by transferring an already recognizable format of “Long live the people!” to the language of a creator who has built her own digital community telling, precisely, what it is like to live in one.